Building unrepeatable customer experiences with AI

In our previous conversation, we explored how customer experience is shifting from structured, repeatable journeys to real-time, AI-driven interactions. The discussion continued recently at Cannes Lions, where Joy Bhattacharya, CTO, Accenture Song, and Varun Parmar, SVP & GM of Adobe GenStudio and Adobe Firefly, met with marketing, technology, and business leaders from around the world.
While industries and priorities varied, a clear theme emerged: AI is no longer an experiment. It is moving into the core of how organizations create content, engage customers, and drive growth.